Research Paper On Customer Satisfaction

Research Paper On Customer Satisfaction-85
Therefore, establishing a strong brand image is inevitable to ensure the overall organizational success.

Therefore, establishing a strong brand image is inevitable to ensure the overall organizational success.

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This research was conducted to study the importance of brand image towards customers' satisfaction and to examine whether the brand image influences customers' satisfaction.

Thus, this study is valuable because it strengthens further the understanding of what customers really want when choosing a hotel. This is an open access article under the CC BY-NC-ND license ( Peer-review under responsibility of the Universiti Teknologi MARA Sarawak Keywords: brand image; customer satisfaction; hotel industry * Corresponding author. E-mail address: [email protected] 1877-0428 © 2016 The Authors. This is an open access article under the CC BY-NC-ND license (

The United Nations World Tourism Organization (UNWTO) reports ranked Malaysia as the best ten tourist destination in 2012.

The Malaysian Association of Hotels (MAH) has recorded a total of 2,724 hotels with a total of 195,445 hotels rooms to cater the inflow of international tourist and domestic consumption (Tourism Malaysia, 2014).

As proposed by Schulz and Omweri (2012) superior quality of services could add value and lead to customer retention and customer loyalty.

Organization knows that their profitability is resulted from creating a strong image products or services that leads to customer loyalty (Mirzaee, Rad, & Molavi, 2013).

They also stated that the image of service organization is diverse, and therefore, each customer has different types of expected impression, experiences and contacts with the organization, and that leads to a different image acceptance.

Recent views of hotel operators stated that a solid brand image has the capacity to improve corporate esteem, financial performance, occupancy, average price, revenue and degree of profitability (Fung So, King, Sparks, & Wang, 2013).

Moreover, one approach in keeping up customer's brand dedication is to emulate an existing positive brand image implemented by successful organization (Kayaman & Arasli, 2007).

The hotel image is also an important variable that positively or negatively influences marketing strategies of the hotel itself (Lahap et al., 2014).

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